2012 Presented to: Jane Huetter Doner Advertising 1/17/13 2012 CRN International Inc. A marketing company specializing in the integration of brand, sales and shopper marketing objectives through the creative use of local radio. Strategic Solutions Innovative Tactics Exceptional Execution Results 2012 Why Radio for Retail Marketing? Shoppers listen to radio on the way to the store; it is the mass medium closest to purchase Radio has unique promotional and advertising capabilities at the local level Radios timing has far more flexibility and can react to last minute changes and short turnaround times 2012 Why CRN 30/30 Radio Advertising? Local radio stations typically charge the same for, or slightly discount, a :30 spot versus a :60 spot. A manufacturer with a :30 spot can attach a :30 customer spot to it not just a tag without a significant increase in cost. This spot placement holds considerable value for customers, who will agree to activate in exchange for this FREE media. 2012 Remotes & Appearances Branded Promotions and Contests Promotions That Draw Attention to FSIs, Displays, Packaging On-Air and In-Market Sampling Digital Extensions:blasts, SMS, RSS, Streaming Audio, Pre-Rolls & Banner Ads What is the Plus in 30/30 Plus ? Branded Content Personality Engagement: On Air Plus Social Media Customer-Specific Promotions CRN promotional overlays utilize non-traditional radio tactics, which are a more efficient and effective way for marketers to reach listeners and engage consumers because they are placed in programming outside the traditional commercial space. 2012 MANUFACTURERS include customers in brand advertising in exchange for chain-wide activation at the local-store level. RETAILERS participate in merchandising activity in exchange for shared promotional radio advertising. CRN 30/30 Plus Retail Marketing How Does CRN 30/30 Plus Work? 2012 How Do You Bridge the Gap? Maximize In-Store Shopping Experience Brand Communication Agency Brand Sales & Shopper Marketing Traditional Model 2012 Agency Brand Sales & Shopper Marketing How Do You Bridge the Gap? CRN 30/30 Plus Retail Marketing Activation Branding Maximize In-Store Shopping Experience Brand Communication Leverage Merchandising Make Brand Communication Actionable CRN 30/30 Plus Integrated Model 2012 CUSTOMER DEMOS SELL-IN MATERIALS CRN 30/30 Plus Services & Process STRATEGIC PLANNING TRAFFIC PRODUCTION STATION DISBURSEMENTS SALES FORCE TRAINING SELL-IN SUPPORT POINT OF SALE MATERIALS AUDITING & COMPLIANCE REPORTING EVALUATION & POST Turnkey and Just-in-Time PROMOTION EXECUTION ON-AIR MONITORING 2012 The Results Consumer objectives met (e.g., impact trip mission and drive impulse purchase) Retail objectives met (e.g., activation, incremental display performance) Real ROI Increased sales Incremental performance Same budget 2012 Increases Resulting from CRN 30/30 Plus Radio Campaigns Microsoft SBA Software+42% CHI-CHIS Salsa+50% STAGG Chili+27% Lloyds Barbecue Ribs+14% Revlon+30% Excedrin+60% PureVision+136% Carb Solutions+15% Listerine+22% Pepperidge Farm Pot Pies+39% Windex+134% Renuzit+80% Armour Hot Dogs+10% Chock Full o Nuts+100% Tavist +28% Purina Chef Michaels+16% vol. New-Skin+64% National Cattlemens Beef+572% lbs. Just Some of the Retailers CRN Has Worked With 2012 Trade Marketing Campaigns Local Hispanic Radio Retail Marketing Campaign CASE STUDY Share of Listerine mouthwash at Safeway was trending down and the brand was introducing two new SKUs at a time when competitors were demanding shelf space for new products. CRN was enlisted to create a full-scale retail-marketing effort in LA, NY and Dallas that would combat these issues and speak directly to one of Listerines key consumersHispanic women. Through a non-traditional radio campaign that included retailer- shared advertising, custom-created content, DJ endorsements, drive- to-web promotions, contests supporting an FSI drop, and at-store sampling events, Listerine was able to maximize its media and marketing budgets to repeatedly touch consumers in engaging ways and leverage in-store presence. The effort yielded record YOY sales increases of nearly 22% at Safeway-owned Vons and hit a record high for 2011 during the weeks radio was on. Listerine dollar share at Vons rose to more than 66% and Safeway reported a 64% shareboth record-breaking results. Produced Best Dollar Weeks for ALL SWY in 2011! Listerine Case Study Executive Summary Media and Promotional Tactics On-Site Events & SurveyCustom Programming30/30 Retail SpotsPersonality EndorsementsBlastsContestingExtranet SiteSpokesperson Interviews $1,000 Leveraged +17.7% vs. PP at ALL SWY Divisions Leveraged +17.7% vs. PP at ALL SWY Divisions Produced Best Dollar Weeks for Vons in 2011! Produced Best Dollar Weeks for ALL SWY in 2011! Drove Record 66% Dollar Share at Vons Drove Record 66% Dollar Share at Vons CRNs Listerine Hispanic Program And Drove a Record 64% Dollar Share at Safeway Corporate 2012 We Are Radio The information in this document is proprietary to the transaction between CRN and the recipient. Each party agrees to retain in confidence and require its employees to retain in confidence the information enclosed. Each recipient further agrees to not disclose information to any person, consultant or representative without the express written permission of CRN International, Inc. Recipient agrees not to use or implement any concepts and ideas contained in this proposal without the consent of CRN International, Inc.